Australia – Sydney-based Wholegreen Bakery has teamed up with independent advertising agency The Hallway to produce a deliciously edible Coeliac-Australia-accredited ‘Cardboard Cake’ that will make gluten-free doubters and sceptics eat their words, quite literally.
The ‘Cardboard Cake’ is Wholegreen Bakery’s witty take on the long-time stereotype that gluten-free foods ‘taste like cardboard’.
Though cardboard in appearance, the ‘Cardboard Cake’ is definitely far from it. The product has undergone a rigorous Hallway-led design process involving the development of a bespoke baking tray that could mimic the shape of cardboard grooves so it could be mass produced at the bakery.
Created with detailed flavour profiling, the cake’s taste is as impressive as it looks and is fit for those observing a gluten-free diet. It is made with a blend of premium ingredients, including butterscotch, coffee, cocoa powder, pastry, caramel, and brown rice flour, and is shaped like cardboard—a delicious gluten-free cardboard.
Accompanying the launch of the limited ‘Cardboard Cake’ is a short film that gives viewers a sneak peek into the creative process that goes into making the product.
Wholegreen Bakery was founded in 2014 by Cherie Lyden, who was diagnosed with coeliac disease together with her daughter. The bakery is dedicated to crafting exceptional, wholesome gluten-free sweet and savoury baked goods for those with special dietary needs.
Lyden said, “If I had a dollar for every time I’ve heard people say that gluten-free food tastes like cardboard, I’d be a rich lady. We’ve been proving the sceptics wrong for years, but with The Cardboard Cake, we’re taking it to the next level and tackling the misconceptions head-on.”
Simon Lee, chief creative officer and partner at The Hallway, also said, “This is a little cake with a big point to prove: that you can have a gluten-free diet and not deprive yourself of the pleasure of eating delicious baked goods. It’s been an extraordinary collaboration that’s taken our design and production smarts out of the studio and into the kitchen. Bon Appetit! ”
